Achievers

- This is someone who tends to prosper in their life and make decisions for themselves. They are
usually quite successful in their career and are well of financially

Aspires

- This is someone who wants to improve their life and further themselves and their career. These
people will usually seek status

Socially Conscious

- This is someone who is aware of social issues, is politically active and are usually self-motivated

Belongers

- Tend to hold mainstream values, quite risk adverse, tend to fit middle class stereotype and have
traditional outlook and habits

Experientials

- They tend to take risks and are looking for the next thing

This Disney advert is aimed at the Belongers. In this image you can see a fairly typical middle-class family
depicted with two parents and the two children. In this advertisement they lean into the idea of Disney
magic making your family happy, which is something that Belongers strive to have. The image depicting
mickey mouse hugging the two children also leans into this idea of the Disney magic and that you
children get to meet those iconic characters which they have fell in love with over Disney's films and
shows. The choice of taking the photograph of the family in front of the castle is done on purpose as this
is the most iconic image of Disney world and will make people draw the connotation of that iconic
Disney image. The font for “Walt Disney” is again that iconic Disney font again draws to people's
memories of the Disney brand as this font for “Walt Disney” is used on all Disney media and toys. The
phrase “boundless magic” again plays to the idea that kids will have this great time and the family will
be happy.
This Toyota advert is aimed at those who are socially conscious. The image of the car being in the forest
is provoking ideas of being in nature, which is associated with being environmentally friendly and
sustainable. As well as this the text having a green outline again draws associations of being
environmentally friendly and again sustainable. The image of the car being lime again has connotations
of being sustainable and environmentally friendly.